Google to Launch Accelerated Mobile Pages (AMP) on Feb. 24

AMP is a Google-backed research project that strips down web pages for faster load times. As is the protocol for new rollouts of this significance, the speculation is that there may be a correlation between being an AMP-friendly site and receiving a boost in the ol’ search rankings. But of course, the spoils will only go to those that are able to capitalize on the change.

AMP, an open-source initiative, helps developers make pages that “load instantaneously,” creating what AMP calls “a better mobile web for all.” Google said it will start to display AMP results in March 2016. AMP works by limiting a page’s technical functionality and creating a universal technical core to prioritize speed and cut back on page load times. Web pages will still display in any browser or app webview, but the goal is for lightning-fast loading.

For now, AMP is available only to a small group of publishers, consumer platforms and creators. As the project adds more functionality for things like subscription models and advertising support, it will become available to more users. AMP suggests that, because their technology is built on common processes, it won’t take much to make the switch to AMP.

Google Senior Director Richard Gingras echoed the importance of tools designed to speed up web loading times. Not only is it user-friendly, but it can absolutely boost your site rankings. But he pointed out that loading time should be optimized along with all other Google guidelines. Everything in moderation, as they say.

“All of the other signals need to be satisfied as well. But without question speed matters,” Gingras said.